Pay-per-click (PPC) is a proven digital marketing tactic that can bring instant traffic to your business. In simple words, PPC is a way of buying visitors to your site instead of earning visitors organically. More than 75% of the internet users have the tendency to click on the topmost link that appears in the SERP. Let us understand this with a simple scenario. Imagine a user search for “best books in the market” and he/she finds the first link that has relevant details to their search. Then without further delay, the user clicks on it. Exactly the same thing happens with PPC. One of the best advantages of using PPC is that it appears in the first position of Google’s SERP.
How does PPC work?
PPC is a standard form of advertising in which you set a budget for your ads on a given platform and then only pay for the clicks you receive. Each time an ad is clicked, a certain amount of money must be paid to the search engine. PPC campaigns can be classified into various forms like Google AdWords, Social media campaigns, Google display networks etc. With each of them having a unique methodology to improve the traffic. Let us get a brief idea about how these PPC campaigns work.
- Search Ads and local search Ads – To set up this Ad campaign, one must set an ad copy, pick the keywords that you want to display for the audience. Whereas in the local search Ads are location-based i.e. it focuses on the users searching for services near your location.
- Google Ads – This is one of the popular forms of PPC. In this technique, you have to pay the google for listing ads for your site on the organic search listing. Whenever a user clicks on that Ad, you need to pay the money to the Google since it is a cost-per-click (CPC) process.
- Google Display Network (GDN) – This process is similar to PPC. These GDN’s can be in the form of text, audio or media and reaches a broader audience. In this method, you have to set your budget and when an automated auction is done, the winner of the bid is automatically charged less amount.
Compared to other digital marketing techniques, PPC can be easily measurable. With PPC you will have control over how you reach the potential customers, what keywords you choose to bid, negotiating the budget etc. Therefore, PPC is a thoughtful approach for any business (small or large) to improve the online reputation, sales and many more.